Case Studies of Organizations and Organizational Communication in the Media
Any company pushing overseas struggles with new demands and cultures. But the most annoying obstacle may be that pesky language barrier. Just ask the American Dairy Association.
When the ADA attempted to expand its successful “Got Milk?” campaign into Mexico, it instead accidentally asked “Are You Lactating?” Oddly enough, Spanish speakers did not feel compelled to buy more milk.
Story length: 105 words
Access the full story here. (Also contains graphic of 11 different companies that have encountered “translation” problems in their global spread)